2. 1. Media snapshot
2. TV advertising
3. Press advertising
4. Outdoor advertising
5. Cinema advertising
6. Radio advertising
7. Online advertising
3. • Polish media market
• Media investments
• Media mix
• Biggest players
• Sectors
4. GDP dynamics slows
down what reflects
European trends.We
observe marketers cut
media budgets and this
tendency will probably
maintain in 2013.
Source: Rzeczpospolita
5. Television 3,000
Mln
Radio 2,500
2,000
Magazines
Jan - May 2012 1,500
Newspapers
Jan - May 2011 1,000
Outdoor
Jan - May 2010 500 2010 2011 2012
Cinema
mln 0
0 4,000 8,000 1 2 3 4 5 6 7 8 9 10 11 12
Till May 2012 advertisers invested 5% more vs. 2011, while considering media
ratecard revenues. Major decrease is noted by Newspapers (-6%).
Source: Kantar Media, ratecard expenditures
6. Aflofarm remains No1. on media market. The highest increase of media
expenditures is noted by Volkswagen Group Polska, Jeronimo Martins (Biedronka)
and Coca – Cola.
Source: Kantar Media, ratecard expenditures
7. COMPUTER & AUDIO VIDEO
100%
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
5% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
4%
4% 4%
5% 4%
80% 7% TRAVEL / TOURISM / HOTELS & RESTAURANTS
7% 7%
6%
6% CLOTHING & ACCESSORIES
6% 7%
8% BEVERAGES & ALCOHOLS
60% 7% 7%
7% LEISURE
10% 8%
9%
8% 8% OTHERS
40%
9% AUTOMOTIVE
9%
15%
13% FINANCIAL
12%
20% 13% MEDIA, BOOKS, CDs AND DVDs
12%
12%
HYGIENE & BEAUTY CARE
11%
12% RETAIL
0%
15%
2010 FOOD
2011
TELECOMS
Jan - May 2012
PHARMACEUTICAL PRODUCTS, MEDICINE
Till May 2012 Medicine sector is No.1 with its share on the level of 15%.
On the next positions are Telecoms, Food and Retail.
Source: Kantar Media
8. • Average Time Viewed
• All time viewing
• GRP’s total
• Seconds sold
• Nice to know
9. 300
280
260 2010 2011 2012
240
220
200
180
160
140
120
100
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52
TV is still well consumed. Average time viewed considerably increased during Euro 2012.
Source: AGB Nielsen Media Research
10. Share of Viewing by Stations Group (All 16-49)
others Big 4
100%
90%
25.6% 29.0% 33.4%
80% 40.7%
70%
60%
50%
40%
74.4% 71.0% 66.6%
30% 59.3%
20%
10%
0%
Nov
Nov
Nov
Nov
Nov
Nov
May
May
May
May
May
May
Sep
Sep
Sep
Sep
Sep
Sep
Jul
Jul
Jul
Jul
Jul
Jul
Jan
Jan
Jan
Jan
Jan
Jan
Mar
Mar
Mar
Mar
Mar
Mar
2007 2008 2009 2010 2011 2012
TV is cluttered and share of thematic channels is growing. Mainstream channels
fight for the inventory - also by introducing new thematic stations.
Source: AGB Nielsen Media Research, TG:All 16-49
11. 2,500,000
2,000,000
+3%
+7%
+13% +8%
1,500,000
+2%
+9% -4%
+12%
1,000,000 +14%
+12%
+20%
500,000 +4,1%
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 - Jun 2011 2012
Jan Jan - Jun
In 1H of 2012 total number of generated GRP’s is higher than in 2011 by 4%.
We observed stronger activity during Euro 2012, however not as strong as
expected at the beginning of 2012.
Source: AGB Nielsen Media Research, TG: all 16-49
12. 9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
no of secs
4,000,000
3,000,000
2,000,000
1,000,000
Total TV 2008 Total TV 2009 Total TV 2010
Total TV 2011 Total TV 2012
0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51
weeks
Over 21% more seconds were sold by broadcasters in 2012. It is mainly
caused by significant increase of new monitored thematic channels.
Source: AGB Nielsen Media Research
13. no of seconds sold - TVN
250,000 no of seconds sold - TVP1+TVP2 120,000
100,000
200,000
80,000
no of secs
150,000
no of secs
60,000
100,000
40,000
50,000 20,000
TVP 2008 TVP 2009
TVN 2008 TVN 2009
TVP 2010 TVP 2011
0 TVN 2010 TVN 2011
0 TVP 2012
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 1 3 5 7 9 111315171921232527293133353739414345474951
weeks
weeks
140,000 no of seconds sold - POLSAT 4,000,000 no of seconds sold - AtMedia
120,000 3,500,000
3,000,000
100,000
2,500,000
no of secs
no of secs
80,000
2,000,000
60,000
1,500,000
40,000 1,000,000
20,000 500,000
Polsat 2008 Polsat 2009 AtMedia 2008 AtMedia 2009
0 Polsat 2010 Polsat 2011 0 AtMedia 2010 AtMedia 2011
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 1 3 5 7 9 111315171921232527293133353739414345474951
weeks
weeks
Source: AGB Nielsen Media Research
14.
15. Even Euro 2012 could not help TV market to grow.
Perspectives for 2H of the year are also pessimistic. Among
big4 only Polsat increased TV share in 1H of 2012. Position of
thematic channels constantly grows.
Source: Rzeczpospolita
16. Over 6,3 mln people in Poland in group All 16-49
watched football match Poland – Russia. That is
more than most popular match of Euro 2008.
Source: AGB Nielsen Media Research, TG; All 16-49
17. 2,000,000
1,800,000
1,600,000 Year 2011 Year 2012
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
TVP1 TVP2 Polsat TVN Thematic
channels
There is a huge difference between 2011 and 2012. In June 2012
average minute rating increased in TVP1 and TVP2 which broadcasted
matches. At the same time Polsat and TVN dropped. People not
interested in Euro were rather choosing thematic channels.
Source: AGB Nielsen Media Research, TG; All 16-49
19. 5,000,000,000
Full Year Jan - May
4,500,000,000
4,000,000,000
1,927,106,074
1,895,079,623
3,500,000,000
1,730,197,462
4,739,082,125
4,452,430,098
3,000,000,000
2,500,000,000
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
0
2010 2011 2012
Till May 2012 print revenues increased by 2% (mainly thanks to increase of
magazines revenues). We predict rather decrease of investments in the 2H of
2012.
Source: Kantar Media
20. 500,000,000 45,000
450,000,000 40,000 Investments 2010
400,000,000
35,000
Investments 2011
350,000,000
30,000
300,000,000 Investments I - V
25,000 2012
250,000,000
20,000 Insertions 2010
200,000,000
15,000
150,000,000 Insertions 2011
10,000
100,000,000
Insertions I - V 2012
50,000,000 5,000
- -
1 2 3 4 5 6 7 8 9 10 11 12
Advertisers invested 10% more in press vs. Jan-June 2010, but bought
only 5%2012 more media sold 7% (it is insertions than in 2011. 2009)
Till May ads print by this period less still less by 1% than in
Source: Kantar Media
21. 400,000,000 60,000
350,000,000
50,000 Investments I - V
300,000,000 2010
40,000
250,000,000
Investments I - V
200,000,000 30,000 2011
150,000,000
20,000 Investments I - V
100,000,000 2012
10,000
50,000,000
Insertions I -
0 - V2010
Insertions I -
V2011
Insertions I -
V2012
We observe significant increase of expenditures on
Media, Books, CD’s, Clothing and Pharmaceutical products.
On the other hand Financial and Food sector are rather pulling back from print
media.
Source: Kantar Media
22. 400,000,000 60000
350,000,000
50000 Investments I - V
300,000,000 2010
40000
250,000,000 Investments I - V
2011
200,000,000 30000
Investments I - V
150,000,000 2012
20000
100,000,000
Insertions I -
10000 V2010
50,000,000
0 0 Insertions I -
V2011
Insertions I -
V2012
By May 2012 Bauer and Agora SA are top players on the Print market
(considering media revenues).
Source: Kantar Media, M&MP
23.
24. „
Stickers with the logo of "Cool Poland” were attached to the
entire issue of Newsweek Poland (4th of June). It begun a social
action, which aims at encouraging Poles to optimistic thinking
about Poland. This action also was supperted by other titles of
Ringier Axel Springer editor and Radio Zet (one of the biggest
radio station in Poland).
25. Ringier Axel Springer Poland is implementing the
project „FAKT goes out to the people", in which mobile
journal editor Fakt Poland (daily tabloid) visited cities to
meet with readers. The editor planned series of events
for readers including journalism workshops and
attractions for kids.
26. "Playbox" (Bauer) magazine dedicated to games
consoles has been suspended. This title has
appeared irregularly since March 2012.
27. "Vivere" is targeted to women who care about their health
and appearance. On the cover of the first edition was
Marzena Rogalska - famous Polish journalist. First emission-
June 2012.
28. „Home Mag” - bilingual magazine ( engl./ pol.) dedicated to
design, fashion, culture, architecture and lifestyle.
Firts emission - June 2012.
30. 1,400,000,000
Full Year Jan - May 2012
1,200,000,000
1,000,000,000
556,226,218
485,968,987
501,613,432
1,246,985,893
800,000,000
1,185,675,851
600,000,000
400,000,000
200,000,000
0
2010 2011 2012
By May 2012 advertisers invested 11% more in comparison to the same period of
2011 (on the ratecard basis). Prognosis for 2H of 2012 are not so optimistic as
media market faces slowdown.
Source: Kantar Media
32. 2010 2011 Jan - May 2012
AMS AMS
AMS
STROER POLSKA STROER POLSKA 16%
15% STROER POLSKA
25% 31% 32% 30%
CITYBOARD MEDIA
10%
CITYBOARD MEDIA 9%
CITYBOARD MEDIA
10% CLEAR CHANNEL CLEAR CHANNEL
POLAND
16% POLAND
16%
19% CLEAR CHANNEL
15% Others 27% Others POLAND
29%
Outdoor market is consolidated. Over 84% of the market is held by 4
biggest media owners.
AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with
29% share is on the second position.
Source: Kantar Media
33. 350
Jan - May 2010 Jan - May 2011 Jan - May 2012
300
250
200
150
+3% +4% +1%
100 +17%
50
-
Backlight Billboard Citylight Frontlight
We observe growth of expenditures on all types of vehicles:
Backlights, Frontlights, Citylights and BB.
Source: Kantar Media
34.
35. At the time of EURO 2012 (June 01-30) in the center of Warsaw for Continental was set a bus
stop which resemble of a football gate. As befits a true sports field with the grass here also we
can find it and feel it. The grass was about 3.5 m before the bus stop. The Continental bus stop
was carried out by one of the leading providers solutions of OOH on the Polish market AMS.
36. „We are waiting for you in the world of the new Redd's Cranberry- this motto Kompania
Piwowarska encouraged to participate in the play "Take a picture in the mirror ..." The Citylights
AMS appeared posters using a mirror printing - pedestrians can look in the mirror, which was
integrated into the poster.
http://www.youtube.com/watch?v=U9z5YlnTLMk
37. In the urban space of Łódź IKEA put five great sofas. The furniture was arranged in a popular
walking area and resting places. Each seat has a 5 meters wide, 1.7 meters high and 1.73 meters
deep. You will be able to use them throughout the summer. Declared by the brand IKEA design
goal is to provide passers-by resting in the comfort of the city.
38.
39. 800,000,000
700,000,000 Full Year Jan - May 2012
600,000,000
340,355,667
500,000,000
709,250,418
663,837,150
400,000,000
300,000,000
200,000,000
100,000,000 +50%
0
2010 2011 Jan - May 2012
Advertisers invested over 50% more in 2012 vs. 2011 (considering
monitored players: NAM and Multikino).
Source: Kantar Media
40. 100,000,000
90,000,000
80,000,000
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
2010 2011 2012
10,000,000
0
1 2 3 4 5 6 7 8 9 10 11 12
It is believed that because of Euro 2012 cinema audience and media
revenues will be lower in comparison to the previous years.
Source: Kantar Media
41. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
HOUSEHOLD APPLIANCES, FURNITURE &
100% DECORATION
2% TRAVEL / TOURISM / HOTELS & RESTAURANTS
5% 3%
90% 5% 4% 4% PHARMACEUTICAL PRODUCTS, MEDICINE
5% 5%
8% 3% CLOTHING & ACCESSORIES
80% 0% 7% 7%
10% 7% HYGIENE & BEAUTY CARE
70% 7%
5% 7% OTHERS
6%
60% 4%
8% COMPUTER & AUDIO VIDEO
11%
11%
50% RETAIL
15% 14% BEVERAGES & ALCOHOLS
40% 17%
MEDIA, BOOKS, CDs AND DVDs
30% 14% 16% FINANCIAL
13%
20% AUTOMOTIVE
20% 17% FOOD
10% 14%
TELECOMS
0%
LEISURE
2010 2011 Jan - May 2012
In 2012 biggest sectors are Leisure, Telecoms and Food. Media
sector increases its shares, whereas Computer & Audio Video sector
is rather in retreat.
Source: Kantar Media
42. Jan - May 2012
2010 2011
MULTIKINO MULTIKINO
MULTIKINO
NEW AGE
48%
MEDIA
35% 44% NEW AGE
65% 56% MEDIA 52%
NEW AGE
MEDIA
Polish cinema market is very consolidated – there are only 2 media
owners which are monitored (third biggest player - Kinads). Till May
their media revenues are comparable.
Source: Kantar Media
43.
44. 6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
2012 2011 2010 2009
0
January February March April May June July August September October November December
Till May 2012 Cinema audience was weaker while comparing to the same
period of 2011 by 6%.
Source: NAM
46. Full Year Jan - May
3,000,000,000
2,500,000,000
1,493,464,358
1,244,751,942
2,000,000,000
3,119,219,051
919,598,775
2,478,233,145
1,500,000,000
1,000,000,000
500,000,000
0
2010 2011 2012
Till May 2012 radio ratecard revenues were higher by 20%
while comparing to 2011.
Source: Kantar Media
48. 2010 2011 Jan - May 2012
RMF FM RMF FM RMF FM
ZET ZET
PR 3 PR 3 ZET
27% 32%
47% PR 1 43% PR 1 40% 33%
Others Others PR 3
21% PR 1
17% 19%
2% 3% 3% 5% 3% 5%
Strong 2012 for RMF FM with its SoS on the level of
33%, whereas main competitor radio Zet notes 19%.
Source: Kantar Media
49. Jan - May 2012
2010 GRUPA RMF 2011 GRUPA RMF
2%
2% 2% 11% GRUPA RMF
EUROZET EUROZET
EUROZET
12% GRUPA RADIOWA 12% GRUPA RADIOWA
8% 33% TIME TIME 11% 39% GRUPA RADIOWA
10% 39% TIME
POLSKIE RADIO
POLSKIE RADIO
15% POLSKIE RADIO
3% 17% AGORA S.A.
AGORA S.A. Others
25% 22%
20% Others
Others
For the last years RMF FM and Zet have been the biggest radio stations
on Polish market.
Source: Kantar Media
50. Polish radio with reports live from the XXX Olympic Games
On 27th July will begin XXX Olympic Games in London. Broadcasts of the highlights
of the Summer Olympics Games will be aired just in Polish Radio 1. Relations aired
on PR-1 and PR-3 of the Polish Radio;
Live broadcasts depend on the needs and events at the Olympic arena;
In the group of rapporteurs sports PR-1 will be: Cezary Guryev and Tomasz
Zimoch;
Source: Wirtualne Media
51. -2,4%
10.6
10.3 IV 2011 - VI 2011
IV 2012 - VI 2012
-2,3%
+1,6%
7.6
7.4
6.6
6.5
+1,2%
4.7 4.8
2,7%
2.0 2.1
Grupa RMF Polskie Radio Eurozet Time Agora
Agora, Time and Polskie Radio recorded an increase
of daily reach while comparing IV - VI 2011 vs. IV - VI 2012.
In the rest of radio groups daily reach decreased.
Source:Radio Track SMG/KRC
52. -3,2%
29.6% IV 2011 - VI 2011
28.7%
+2,1% IV 2012 : VI 2012
-2,1%
21.4%
20.9%
18.9% 18.5%
-1,3%
11.0%10.8% +7,9%
4.5% 4.9%
Grupa RMF Polskie Radio Eurozet Time Agora
The highest dynamics was noted by Agora and Polskie Radio.
The highest decrease had RMF FM.
Source:Radio Track SMG/KRC
53.
54.
55. 2400
2000
1600
1200 Desktop
Mobile
800
400
0
2007 2008 2009 2010 2011 2012 2013 2014 2015
It is predicted that in about 2 years the number of mobile Internet
devices will exceed the number of desktop Internet devices.
Source: Morgan Stanley Internet Research
56. Since 2011 the time spent on applications comparing to websites grew by 8%
Avarage number of apps on mobile devices changed from 32 to 41
12,4% grew the penetration of smartphones
Over 50% more Android and iOS users than 1 year ago
57. Augmented reality (AR) is about augmenting the real world environment with virtual information by improving
people’s senses and skills. AR mixes virtual characters with the actual world. He identified three common
characteristics of AR scenes: combination of the real and virtual, interactive in real-time, and having the scenes
registered in 3D
The mobile AR world consists largely of two different types of experiences: geolocation- and vision-based
augmented reality.
Geolocation-based AR uses GPS, compass and other sensors in a user’s mobile phone to provide a “heads-
up” display of various geolocated points-of-interest.
Vision-based AR uses many of these same sensors to virtually display digital content in context with real-
world objects - like magazines, postcards or product packaging - by tracking the visual features of these objects.
Usage of AR to promote products via interactive AR applications is becoming more and more popular..
58. “The smartphone is a location-based service and that means you can integrate the online world with the offline world.
- Spann (a professor of electronic commerce at Ludwig-Maximilians University (LMU) in Munich)
Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and
other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the
location from a GPS chip built into the phone, or using radiolocation and trilateration based on the signal-strength of
the closest cell-phone towers (for phones without GPS features).
Location-based marketing campaigns have become increasingly common!
59. According to many statistics games are the most popular
mobile app category:
Gamification can be used as a marketing
strategy. It is incorporating game elements and
mechanics into non-gaming contexts.
Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and
Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree:
the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging
points, levels, badges, challenges, rewards and leaderboards - these innovators are dramatically lowering their
customer acquisition costs, increasing engagement and building sustainable, viral communities.
61. Media Direction Group webpage:
www.mediadirection.com.pl
In case You have any further questions
concerning Media Landscape
Updater, please contact Andrzej Piskorek
piskorek@mediadirection.com.pl
